Email Marketing Strategy

Posted By emailadmin on July 1, 2008

If you’re wondering whether or not you should outsource your email marketing campaigns and newsletters, you’ve come to the right place. In this series of articles, I’ll discuss the pro’s and con’s, and things you should look for with the creation of your email communications.

Should you outsource. Of course you know what I’m going to say. It Depends.

Outsourcing the email marketing ads is a good idea of you don’t have the staff in house for designing the creative, creating the mailing segment, testing, tweaking and sending. This frees you up to analyze your client base to create a more focused message, and then pass off that message and specifications, review the tests, give the final approval, and then see how well the campaign fared.

Outsourcing newsletters could be a good idea if no one enjoys writing the copy or if you have a few different departments, and you outsource the editing. Newsletters are different then ads in that you’re having a personal conversation with your client. Your business’ voice should come through clearly. If you have a warm and friendly knitting store, you want to ensure that the newsletter has warm language, beautiful images, and avoid cold bullet lists.

So, this part’s checklist is:

1. Decide what do you want to outsource. Newsletters or one offs?

2. Decide if you have the extended staff to handle any parts of this mailing.

3. Write up what your goal is. Clearly decide what you want to happen. Do you want someone to gather up information from 3 areas and create a professional sounding newsletter twice a month? Do you want a graphic artist on call to design coupons once a month?

4. Research who your customer is. And we’ll talk about this more next time.

Thanks for reading!

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